Wednesday, November 29, 2006

Microsoft To Be Sole Sponsor For ESPN's 'SportsCenter'

ON THE HEELS OF PHILIPS Electronics' deal to become the sole sponsor of "NBC Nightly News" next week, Microsoft has done the same with a broadcast of ESPN's "SportsCenter." In both cases, the deals include the marketer running fewer spots than the normal loads, believing that a less-is-more approach will go further in delivering their messages.

Microsoft "bought out" the flagship 11 p.m. ET version of "SportsCenter" last night, airing seven minutes of commercials during the hour--down from the program's usual 15. The technology giant's initiative focused on its Xbox 360, which is facing a major challenge from the just-released Sony PlayStation 3 as the holiday season approaches.


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